EBOOK Managing Global Customers:An Integrated Approach -

EBOOK Managing Global Customers:An Integrated Approach

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Wydawnictwo: Oxford University Press
ISBN: 9780191607837
EAN: D50C1189EB
Format: 0,0 x 0,0 x 0,0
Oprawa: ...
Stron: 288
Data wydania: 2007
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Multinational companies need to manage their relationships with multinational        customers with a globally integrated approach. This book provides a systematic        framework for developing and implementing such global customer management programs.          It draws on in-depth research at over 20 major U.S. and European multinational        companies, such as ABB, Bechtel, BP, Bosch, British Airways, Carrefour,        Daimler-Chrysler, Hewlett-Packard, HSBC, IBM, Schlumberger, Shell, Siemens, Tesco,        Unilever,Vodafone, Wal-Mart, and Xerox.Readers will learn how to think about        managing global customers in the context of their overall global strategy develop        effective global customer management programs overcome barriers to implementation        and success build better relationships with important customers get the entire        company to engage with managing global customersThis book takes a strategic, total        business, and not just sales approach to managing global customers. It also takes a        customer as well as a supplier perspective. The book provides guidance on both        strategy and implementation. Yip and Bink's Managing Global Customers takes a        systematic and logic driven approach, yet provides many creative insights and        practical advice.Managing Global Customers highlights the rewards of taking a step        beyond global account management to create a Global Customer Management approach,        integrating globally all aspects of the relationship between supplier and customer.          The book gives a framework that guides international companies in using their        relationships with global customers to their full potential.George Yip, author of        the widely-praised Total Global Strategy, and Audrey Bink tackle in-depth one of the        most important aspects of global strategy: How to manage global customers.

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